Nordic Balance site re-design

Nordic Balance is an exclusive gym in St James, London. The old design of the site was based on a traditional understanding of the fitness market. With an increased interest in body transformation on social, people are becoming increasingly comfortable talking about their bodies and discussing their transformation goals in a professional manner.

The task was sizeable — a comprehensive, fully responsive site redesign and UX overhaul to prepare for a rewrite of all their content and addition of new photography.

Through social listening we found that “body change” was the single biggest driver of conversation. After a site audit this lead us away from a company-centric content structure towards a customer lifestyle benefits-led experience that brought “body change” to life. We also streamlined the conversion funnel by designing a needs-based navigational structure.

Throughout the online experience, you’ll see only a minimum amount of the brand blue to enhance the premium nature of their offering and a location steeped in prestige.

Combined with reductive styling and clean photography, the design aims to convey warmth, humanity but also professionalism and energy.

The result attempts to combine the best of UX/design practice, real audience insight and a professionally shot photographic image library in a calm, uplifting experience for the refreshed brand.